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Deceptive advertising can be generally defined as “a representation, omission or practice that is likely to mislead the consumer" and practices that have been found misleading or deceptive in specific cases including false oral or written representations. The Singapore Code of Advertising Practice (SCAP) is the guiding principle of Advertising Standards Authority of Singapore (ASAS). This Code seeks to promote a high standard of ethics in advertising through industry self-regulation. The basic premise of the SCAP is that all advertisements should be legal, decent, honest and truthful.